Product And Brand Management

Syllabus

Course Code: BA4013

Product and Brand Management

Unit I                                                                                                                                                         9

Management of New Product Development Process - Managing Product Life Cycle - Brands and Branding- Introduction to Brand Management -Brand Management Process - Brand Choice Decisions and Models.

Unit II                                                                                                                                                        9

Product Plans-Elements of Branding - Brand Identity - Brand Communication - Brand Positioning - Brand Image and Personality - Valuation of Brands- Brand Valuation - Brand Tracking and Monitoring.

Unit III                                                                                                                                                      9

Marketing Mix Factors and Products-Managing Brand Over Time- Building Brands in Indian Market - Launching a New Brand -Revitalizing Brands - Branding Strategies- Brand Extension Strategies - Brand Portfolio Management- Managing Brands Across Geographical Borders.

Unit IV                                                                                                                                                      9

Managing Brand Experience - Digital Branding-Employment Branding - Co-branding- Brand extension Scorecard-Culture and Branding-Brand Flashbacks-Future Brand Priorities.

Unit V                                                                                                                                                        9

Advertising - Brand Name Plan - Pricing Systems - Product Distribution Systems -Advertising and Sales Promotion - Product Sales Management -Product and Public Relations Service Product Marketing - Industrial Product Marketing Product Exports and International Marketing-Critical Success Factors in Brand Management.